Shared Flashcard Set

Details

marketing chapter 16
integrated marketing communications
34
Marketing
Undergraduate 1
09/29/2010

Additional Marketing Flashcards

 


 

Cards

Term
Integrated Marketing Communications
Definition
coordination of promotion and other marketing efforts for maximum informational and persuasive impact
Term
Goals of IMC
Definition
consistent message to customers
coordinate/manage promotional efforts
Term
The communication process
Definition
Term
channel capacity
Definition
limit on volume of information a channel can handle effectively
Term
feedback
Definition
receivers response to message
Term
noise
Definition
anything that reduces communications, clarity and accuracy
Term
decoding process
Definition
converting signs and symbols into concepts and ideas by the receiver
Term
receiver
Definition
the target of the message
Term
source
Definition
has a meaning that it tries to share with a reciever
Term
communication
Definition
a sharing of meaning
Term
promotion
Definition
communication to build and maintain relationships by informing and persuading one or more audiences
Term
primary demand
Definition
demand for a product category rather than a specific brand
Term
pioneer promotion
Definition
promotion that informs consumers about a new product
Term
pioneer promotion
Definition
promotion that informs consumers about a new product
Term
selective demand
Definition
targets individual consumer groups
Term
promotional mix
Definition
personal selling
public relations
advertising
sales promotions
Term
advertising
Definition
paid nonpersonal communication about an organization and its product to a target audience throughout mass media
Term
advertising advantages
Definition
cost efficient in reaching large number of consumers
-can repeat the message
-visibility
Term
advertising disadvantages
Definition
-expensive
-feedback is slow
-difficult to measure impact
Term
personal selling
Definition
paid personal communication athat seeks to inform costomers and persuade them to perchase products in an exchange situation
Term
personal selling advantages
Definition
has greater impact on consumers
provides immediate feedback
Term
personal selling disadvantages
Definition
is expensive
is labor intensive and time consuming
Term
public relations
Definition
the broad set of communication efforts used tto create and maintain favorable relationships between organization and stakeholders
-annual reports brochures
-event sponsorships
Term
publicity
Definition
nonepersonal communication such as a news story which is transmitted through a mass medium at no charge
Term
sales promotion
Definition
acts as a direct inducement offering added value or incentive for the product
-free samples
-games
-rebates
-contests
Term
intensive distribution
Definition
advertising, sales promotion. getting product in as may outlets as possible
Term
selective distribution
Definition
promotion mixes vary
Term
exclusive distribution
Definition
personal selling
Term
push policy
Definition
promoting a product to the next institution down the marketing channel
Term
pull policy
Definition
promoting a product directly to consumers to develop strong consumer demand that pulls product through the marketing channel
Term
word of mouth communication
Definition
personal information exchanges between consumers about products, brands, and companies
Term
buzz marketing
Definition
an attempt to create publicity and public excitement through a creative event
Term
viral marketing
Definition
an attempt to get consumers to share a marketer's message in a way that spreads dramatically and quickly
Term
Product Placement
Definition
the strategic location of product or product promotions within movies and television shows
Supporting users have an ad free experience!